FARFETCH PARTNERS WITH THE FOLKLORE TO SHOWCASE AFRICAN TALENT

As a part of Farfetch’s ongoing effort to engage with more Black-owned brands and boutiques, the global luxury fashion platform has teamed up with online concept store The Folklore to introduce 10 new designers from Africa and the diaspora to the platform. Starting Wednesday, November 18th, Farfetch customers will have the opportunity to shop fashions and accessories from The Folklore’s top brands.

As the premier e-commerce destination to shop luxury and emerging designer brands from Africa, The Folklore’s highly curated product offering and knack for identifying fresh talent made it the perfect partner for Farfetch to explore the rich possibilities of Africa and the diaspora’s luxury design scene. Each season, The Folklore will introduce new brands and styles to Farfetch and work with the platform to elevate the stories of these brands through original photo and video content. For this autumn/winter 2020 season, The Folklore will introduce over 60 new styles in limited quantities across men’s and women’s apparel, jewelry, and bags.

The designer brands included in The Folklore’s initial autumn/winter 2020 launch includes Nigeria- based brands Andrea Iyamah, Clan, Fruché, Lisa Folawiyo, Onalaja, Orange Culture, and Tokyo James, and New York-based brands William Okpo, EDAS, and Third Crown.

To coincide with the announcement of the partnership, The Folklore produced a stunning editorial in Lagos, Nigeria featuring key looks from the upcoming drop. The images and corresponding short fashion film were created to highlight the beauty of Lagos, one of Africa’s most praised fashion capitals, and celebrate the Nigerian brands that anchor The Folklore’s first Farfetch release. The editorial was photographed by Nigerian photographer Stephen Tayo and produced by The Folklore’s digital producer, Raven Irabor.